Rise of the Tomb Raider released exclusively on the Xbox One this week, and to help promote it, Microsoft is holding a competition that requires people to stand on a billboard for 24 hours while they’re subjected to intense wind, Arctic cold, sudden heat, and snow.

Eight contestants are currently standing on a “survival billboard” in London, where viewers can not only watch their deterioration live, but they can also vote for what kind of harsh weather conditions they’re blasted with next. The last person standing the “Survival of the Grittiest” competition will win “a trip inspired by Tomb Raider.” Let’s just hope for their sake, it’s the kind of trip Lara would take after she’s done adventuring considering the hell these eight are going to go through for the next 24 hours.

The competition kicked off this morning at 8am ET / 5am PT and is scheduled to take place for the next 24 hours. Whether or not these eight will survive the competition is yet to be seen, so sit back, and watch them freeze, sweat, and get completely fatigued for the sake of video game promotion.

This seems... unsafe? If it's harsh enough to make them want to come down, wouldn't it be harsh enough to be dangerous? Also, they're standing on a billboard? There are probably harnesses or what have you but still.